Circular Advertisement Usage – Case Study

This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS).

Background: A national retailer recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct consumer usage research. The client wanted to better understand consumer perceptions, receipt, use, and sales drivers of circular advertising. The market research objective was to provide decision-making insights needed to determine usage, as well as whether circular advertisement preferences vary by market.

Approach: To identify consumer usage and preferences regarding the store’s circular advertisement, the RMS Analytic team developed an online survey consisting of approximately 20 questions. The RMS Analytic team administered the online survey to the in-house research panel, RMS ViewPoint. Only panel members who matched the screening criteria and geography of interest were invited to participate. Fieldwork lasted approximately one week. Following the data collection and analysis period, a comprehensive report was delivered to the client, which included a visual dashboard of the findings, as well as next steps and recommendations.

Results: Here are some highlights of the study’s findings:

• Within the PMA, a majority of respondents choose where to shop based on the proximity to their home.
• Survey respondents indicated that the client was the most preferred retailer among their competitors.
• When respondents think about the retailer, they think “convenient” and “clean.”
• Respondents primarily learn about sales through printed circular advertisements, and they look at them weekly.
• Survey respondents prefer holiday versions of the circular advertisements for Christmas/Hanukkah/Ramadan/Kwanza, Halloween, Valentine’s Day, and Thanksgiving.
• Results pinpointed the sections of the advertisement which have the most impact on a respondent’s decision to shop with the retailer.
• A large majority of respondents would still shop with the retailer if the circular advertisement were no longer offered in print. They would be comfortable reviewing the circular via email, in-store, or on the retailer’s website.
• Areas of opportunity where the retailer can improve the circular advertisement were identified, informing the next evolution of the circular.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

 

Read Full Post »

What is VoC Research?

The following post was written by Mark Dengler, President at RMS.

In the market research world, the voice of the customer (VoC) is key to understanding and managing customer experiences as well as enhancing product/service design. You should always be listening to your customers and what they are saying, whether it be directly to your organization’s staff, indirectly through consumer review websites, or social media. The vast majority of all companies primarily compete based upon customer experience. Therefore, listening to your customers is vital to a company’s long term growth and success. Customer interests, wants and needs are constantly changing. By doing VoC research, your organization can stay abreast of ever changing customer preferences. Unfortunately, actual customer feedback data is used only a small percentage of times when making a decision that affects them. As a recent article I read stated, “If you don’t understand customer market perceptions or how interactions with your firm are being experienced by your customers, it’s nearly impossible to regularly meet, much less exceed, customer expectations or to improve your organization’s performance (Michael Hinshaw, CEO, McorpCX).” And that really is what we’re all looking for—long-term customer relationships earned by exceeding their expectations.

Findings obtained from VoC work will keep your organization competitive, driving product/service enhancements. Actual VoC work should incorporate both qualitative and quantitative research techniques. It should be ongoing, and results should be thoroughly reviewed by management staff. The information obtained should capture information tied to identifying customer needs, expectations, loyalty, and usage intentions. Moreover, it allows for organizations to develop customized marketing strategies that can be used in targeted campaigns. We now live in an age of one-to-one marketing versus one-to-many marketing strategies (one size fits all). It is important to note that VoC is not customer satisfaction research. VoC focuses on learning and assessing customer expectations, whereas customer satisfaction aims at measuring customer experience. Both activities are vitally important and provide organizations with valuable information. Finally, be sure to look at all sources available to “listen to your customer.” This includes regular debriefs with the sales force team, the customer service department and/or anyone else along your distribution chain who has a direct touch point with the customer. With the rapid growth of social media, customer feedback should be regularly monitored. In today’s fast paced marketplace, “hearing voices” is often a very good trait, particularly when it’s your customers’ voices. Listening to and acting upon these voices is what is ultimately going to help set your company apart from its competition. The need to implement a VoC strategy is vital for your organization’s long term success.

RMS is a full-service market research firm. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at RMSresults.com.

Read Full Post »

Transportation Client Satisfaction Case Study

This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS).

Background: A school transportation organization recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct sales strategy research. The client wanted to better understand customer satisfaction and perception of services provided by the organization. The market research objective was to provide decision-making insights needed to determine how the client may better serve their primary client base in the future.

Approach:  The RMS Analytics team collected data from current, prospective, and former customers via a blinded online survey and in-depth telephone interviews (IDIs). During blinded research, the client’s identity is not disclosed to the participant. To hone in on the customer satisfaction with the services provided by the organization, RMS created an online survey script and interview guide which were reviewed and approved by the client prior to commencing fieldwork. Questions focused on how the respondent rated the satisfaction with particular services, customer service perceptions, satisfaction with the company’s sales strategy, as well as interest level in services that the client considered adding to their suite of offerings. Fieldwork lasted approximately two weeks for the in-depth interviews, and one week for the online survey. Following the data collection and analysis period, a comprehensive report was delivered to the client, which included a visual dashboard of the findings, as well as next steps and recommendations.

Results: Here are some highlights of the study’s findings:

• The research identified the areas where the organization excels in serving its customers, including excellent customer service, and the dependability of the organization.
• Top service needs desired by customers were identified, which included education and training, parts delivery, online parts catalog and ordering, and vehicle body repair service.
• Since the client interacts with three distinct stakeholder groups during the buying process, RMS identified the most desired information by stakeholder group to streamline the sales strategy and improve the customer experience.
• To further increase the satisfaction of current clients, as well as gain additional market share, RMS identified a niche market offering that the organization may offer to simplify the buying process and entice competitor customers.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

Read Full Post »

New Product Launch Case Study

This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS).

Background: An organization that creates outdoor gardening products partnered with Research & Marketing Strategies, Inc. (RMS) to conduct a product perception study. The client wanted to test the market perception of several new product concepts. The market research objectives were to (1) evaluate awareness of the product, (2) learn the shopping habits of target consumers, (3) measure the interest of each new product concept, (4) determine the anticipated price of each concept, and (5) obtain feedback regarding features that are most liked and/or features that need improvement.

Approach: The study consisted of a five minute online survey sent to RMS ViewPoint Research Panel members. The RMS ViewPoint Research Panel is representative of both the United States population and Central New York in particular, an area with a long history as one of the nation’s top test markets. The RMS Analytics team developed the 31-question survey in consultation with the client. The survey covered various topics which gauged shopping habits, current product awareness, new product interest, anticipated price, and most/least preferred features. Survey results allowed the RMS team to identify key consumers and segment the data by consumer group throughout the report. Fieldwork lasted approximately two weeks, with a total of 487 responses collected. After the completion of fieldwork, RMS provided the client with an in-depth report that included a dashboard, executive summary, data tables which highlighted responses from key consumers, as well as next steps and recommendations.

Results (A few highlights of the study’s findings):

• As a result of survey responses provided, the RMS Analytics team identified target consumers as those who currently own products similar to those tested and are likely to make purchases of comparable products in the future.
• The data revealed which product was favored by respondents and why that concept was more preferable than the other concepts tested.
• Features that were most and least preferred were identified to provide the client with the insight needed to make design alterations and message enhancements before producing the product.
• The research revealed an anticipated cost to determine a competitive price point for each new product concept.
• Overall feedback was gathered and analyzed which provided the client with the direction needed to produce the ideal product and market it effectively.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

Read Full Post »

Central New York Music Preferences

Summer’s here and the time is right: Central New Yorkers are ready to face the music, RMS ViewPoint Poll Shows. 

According to a recent poll of Central New Yorkers conducted by Research & Marketing Strategies, Inc. (RMS) ViewPoint, 83 percent of individuals plan to go to a concert this summer. Thirty percent of Central New York respondents are planning on attending at least two concerts this summer, 21 percent are preparing to go to three concerts, and nine percent are planning on attending eight or more concerts this year. The average respondent plans to spend $76 to $100 per concert, and will travel 21 to 50 miles for a concert this year. When it came to choosing the concert respondents were most excited about, the Dave Matthews Band concert at the Lakeview Amphitheater was the most anticipated by Central New Yorkers, followed by Keith Urban, Zac Brown Band, Journey and Hall & Oates.

“Everybody loves music, and that is especially true in Central New York,” said Zachary Shaw, RMS ViewPoint Panel Associate. “Not only are there are so many great music venues in the area, but there is such a wide variety of music that you’re able to experience as well.” Respondents surveyed were asked about favorite music genres, listening habits, preferences, venues, and concert spending behaviors. “Because CNY is a top test market in the country, media companies continue to test new programming and music services in this area,” said Sandy Baker, Senior Director of Corporate Strategy.

With the summer concert season officially underway, CNY residents spend lots of time prepping for upcoming shows. Thirty-nine percent listen to ten or more hours of music per week. Almost half (48 percent) listen to music the most while in their car, while 21 percent listen at home and at work. And it’s no secret that Central New Yorkers love their local radio: 62 percent typically listen to music through traditional AM/FM radio. Forty percent typically purchase their music and another 40 percent stream through Pandora. Twenty-seven percent listen to music with satellite radio, 23 percent listen through YouTube and 14 percent stream with Spotify.

When it comes to a favorite music genre, classic rock stole the show with 76 percent. The other top categories followed with rock at 67 percent, and close behind was pop at 64 percent, country at 48 percent, R&B/soul at 36 percent, and hip hop and rap at 32 percent. When asked if they could see anyone in concert, the top response was Adele. Beyoncé came in second, followed by “The Boss” Bruce Springsteen, Paul McCartney and Garth Brooks.

Central New York offers many live music venues, each with unique qualities that tend to draw locals depending upon their music preferences. According to respondents, the favorite local concert venue is the Chevy Court Pavilion at the Fairgrounds. The Lakeview Amphitheater came in second, followed by Turning Stone Resort and Casino as third favorite venue.

A detailed infographic depicting the full survey results is included below. If you would like to participate in upcoming RMS ViewPoint polls and surveys, please visit RMSViewPoint.com to sign up.

The RMS ViewPoint poll was conducted from May 25, 2016 to June 5, 2016. A total of 501 surveys were completed. Respondents consisted of RMS ViewPoint Research Panel members, as well as the general community. All respondents resided within the 6-county CNY area (Cayuga, Cortland, Madison, Oneida, Onondaga, Oswego). For more information on RMS ViewPoint, visit RMSViewPoint.com.

About RMS

Research & Marketing Strategies (RMS) is a full service marketing and market research firm located in Baldwinsville, NY. RMS provides an array of research methodologies that result in actionable analytics and recommendations for the client to enhance decision making. RMS is also home to QualiSight, a premier focus group and interview research facility, and RMS ViewPoint, a leading consumer research panel in Central New York. Visit our website at RMSresults.com. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

Read Full Post »

What Is The Difference Between Qualitative and Quantitative Research?

The following post was co-written with Zach Shaw, Panel Associate at RMS

What is Qualitative Research?

Qualitative research is a non-numerical method used to discover and understand consumer behavior, beliefs, attitudes, experiences, and interactions. Qualitative data is often implemented during the exploratory phase of the research, using unstructured or semi structured techniques to facilitate an open dialogue with the participant(s). Giving the participant more freedom in their response allows them to provide more detail than can be gathered through closed-ended quantitative research. Instead of looking for statistical comparisons, qualitative researchers will evaluate the gathered data to identify trends given by the recipients, and implement solutions.

Types of Qualitative Research:

• Focus Groups – A focus group includes a small number of people (often 10 or less) brought together to participate in a guided discussion by a moderator. The discussion focuses on specific products, topics, or services, and follows a pre-determined focus group moderator’s guide. The moderator’s guide outlines the questions to be covered, as well as the topics for which the moderator should expect to probe deeper for additional explanation.
• Intercept Surveys –An intercept survey is a very brief, in-person interview with a participant and an interviewer. For example, the interviewer might approach someone leaving a retail store and ask them a few questions about their experience.
• In-Depth Interviews (IDIs) –IDIs often take the form of a one-on-one discussion between an interviewer and participant. The interviewer typically follows a semi-structured interview guide, developed prior to the conversation, to direct the discussion. It is common for IDIs to be completed in-person, over the phone, or via the web.
• Mystery Shopping – Mystery shopping is used to measure the quality of a service, compliance with regulations, or to gather specific information about products and services. This method allows the client to obtain competitive information without being involved in the process. Mystery shoppers often gather this information through telephone calls or by visiting the store and acting as a customer.

Why do Qualitative research?

Qualitative research can be used at any phase of research, but is most commonly done as a first or last step in the research cycle. It can be very valuable when developing new products or marketing initiatives that are looking to gauge consumer perceptions. Qualitative data allows the researcher to have in-depth discussions with participants and allows the researcher to gather more detailed information on consumer needs, behaviors, desires, routines, and a range of other information that companies use for designing products and services. The depth of qualitative research allows the researcher to uncover contextual details that may be overlooked in quantitative research.

What is Quantitative Research?

Quantitative research looks for patterns in numeric data and is generally better for confirming and clarifying a research hypothesis. Applying statistical tests to numerical data provides a better understanding of trends, allowing the researcher to make more informed statements about the results. RMS customizes each questionnaire to the needs of the client, but many of the questionnaires follow a structured outline and are primarily made up of closed-ended questions with provided response options for the participant to choose from. This structured approach to research is different than the more conversational approach used in qualitative research.

Types of Quantitative research:

• Mail/Paper Surveys – A mail or paper survey is a questionnaire that is completed by the participant on a hard copy rather than in digital form. These types of surveys can either be distributed via postal mail or given to the recipient in person to complete. Mail or paper surveys are a great option for populations which may not have easy access to a computer or the internet, but are known for often having a lower response rate than other types of quantitative research.
• Mixed Mode – Mixed mode research involves more than one type of data collection. For example, data may be collected with a combination of research methods to reach the desired populations. Phone surveys could be used to collect data from an older population who is more likely to have a landline; online surveys may be distributed to those younger than the population receiving the phone surveys, and paper surveys would be used to collect data from the subset of the population who does not have immediate access to a phone or the internet. A mixed-mode approach allows the researcher to ensure data is collected from the target population of interest, with a mode that is most comfortable to that population.
• Online Surveys – An online survey is a digital version of a questionnaire. Participants may be sent a survey link that is embedded within an email, or they may access it on a social media post, which they can complete online.
• Telephone Surveys – A telephone survey is completed over the phone. The interviewer takes the participant through the questionnaire question by question.

Why do Quantitative research?

Quantitative research often gathers a larger number of responses, allowing the researcher to make more reliable assumptions regarding the resulting data. Quantitative research questions can be used to measure consumer feelings, satisfaction, and other factors in a structured form, giving the recipient limited response options.  This quantifiable approach to research is a great option when a client has a sense of what their target audience thinks, feels, or expects, but would like to further test their assumptions.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com

Read Full Post »